How to choose the best courier for safe shipping

As a printer, making sure your work is high-quality is only half the job – delivering to the customer on time and intact is just as important. Reliable courier services are vital for your business reputation, so here’s what to look for in a delivery partner, and why automation may be one way you can boost your business.

As a printer, your reputation can hinge not only on the quality of the work you produce but also on how it arrives in your customer’s hands. You can design and produce the perfect marketing brochure, batch of business cards or branded packaging, but if it arrives late, damaged or – even worse – it doesn’t turn up, the entire customer experience can be negatively impacted. For time-sensitive print jobs such as trade show materials or campaign flyers, timely and secure delivery is imperative.

The days of simply sticking a parcel in a post box and crossing your fingers are long gone. Today, choosing the right courier is as vital as your choice of ink or substrate. The number of courier services can be overwhelming, and it’s no longer enough to rely on the most convenient option. If you don’t take control of your delivery process, your customers will hold you accountable – not the delivery driver.

Why delivery is as important as print quality

Delivery is the final step in your product’s journey. A pristine set of posters arriving crumpled, torn or late is a failed job in the customer’s eyes, regardless of your production effort.

Customer expectations have changed. Next-day delivery, live tracking and proof of delivery are no longer optional extras, but the norm. And with small businesses increasingly offering national or even international delivery through online platforms, it’s vital to match this level of service if you really want to remain competitive.

Safe, timely delivery isn’t just about keeping promises – it protects your business’s reputation and makes customers come back again and again.

The blame often falls on you, not the courier

It’s worth repeating: your customers don’t differentiate between the print process and the delivery process. If something goes wrong en route, it’s your brand’s reputation that is affected. Negative reviews, refund demands or complaints don’t usually mention third-party couriers – they focus on you. A quick browse of online product reviews where the 1* ratings are about delivery issues and not the actual product proves this. The courier you choose is, in many ways, an extension of your business.

Yet how many printers take the time to research the courier services they use with the same care they apply to choosing print machinery or finishing tools? Courier selection is not just a logistical decision – it’s a branding one. 

Couriers to consider for your print products

Research your options. For example, in the UK, there’s some clear insight into customer satisfaction with couriers. According to a 2024 MoneySavingExpert poll with 56,000 responses, DPD was rated the best courier in the UK, with 55% of respondents rating it as ‘great’ and only 15% as poor. DHL and Royal Mail also performed well – although DHL Parcel UK fared much worse, so be careful which DHL you choose. Among other well-known couriers, Yodel ranked 11th, Evri 16th and TNT in last place. 48% of respondents rated Evri, which rebranded from Hermes, as poor.

While individual experiences vary, this kind of aggregated data offers a useful starting point. As a printer, you’re sending items that are often fragile, bulky or oddly shaped. You want a courier that has experience in careful handling and good track records in B2B deliveries, not just retail parcels.

What to look for in a courier

When comparing courier services, there’s lots to consider, and what’s important to you will largely depend on what kind of products you create. But parcel tracking will be vital for most printers – customers want to know where their order is and when it will arrive. Give them peace of mind with real-time tracking and delivery confirmation.

If you send out high-value print orders, you’ll want the courier to offer cover for lost or damaged items, so take a look at their insurance and compensation clauses. Similarly, check whether they offer a special handling service for delicate and fragile items. Expensively framed prints and glass signage need to arrive intact. 

Time is of the essence for many jobs, so look at delivery options such as next-day, same-day or scheduled delivery. Your customers don’t wait to wait in for an order that might come, they need certainty. Inevitably, there will be issues with couriers, so consider customer support as well. Are they easily reachable when something goes wrong? Can you speak to a human, or do you end up in an endless loop with a chatbot?

Using tech: a quick guide to shipping APIs

If you’re running a web-to-print platform or even just taking orders online, integrating a shipping API is a smart way to ensure your delivery process runs smoothly from checkout to doorstep. A shipping API is a software bridge that connects your website or order management system to courier services. It allows you to automatically generate and print shipping labels and offer multiple delivery options to your customers. 

It also lets you provide real-time quotes, gives tracking links for your customers and even syncs order statuses between your website and the courier. It means less awkward admin for you and presents a professional shop front to your clients. Many printers find that a small investment in API integration with the likes of Shipmate or Voila improves operational efficiency.

Adding a shipping API is often a gateway to broader business automation. For print businesses, this can include automated workflow management, prepress, marketing and even fulfilment, giving you more time to do the creative things you want to do.

Choosing the right courier partner is a major customer experience issue. Get it wrong, and even your best work can be undone by poor handling or missed deadlines. Get it right, and you enhance your reputation, increase repeat business and save time. Whoever you choose, ensure they offer the features and flexibility your print business needs.